During a time when marketers heavily rely on data to make informed decisions, the digital analytics community struggles to hire qualified talent which is in high demand. The role of a digital analyst is still relatively new when compared to careers in Law and Accounting which have been around for decades. Analytics is still trying to figure out standardization, let alone educate in a field that needs process and consistency.
So how do you hire for a role that is so important and plays an integral part in helping executives make key business decisions? Take a chance on candidates new to the industry! There are other ways to learn if a candidate will suit the role as a new analyst.
Check out these key traits for hiring candidates with little to no experience in digital analytics and stay tuned for my next post about hiring candidates for leadership positions in the industry.
Top 5 Traits to Look for When Hiring Someone New to Digital Analytics
1. Experience with analytics.
That’s right! While I think it’s important to take a chance on candidates who have no experience with digital analytics, I’m seeing more and more resumes come through the doors with experience using Google Analytics or Adobe Reports & Analytics (formerly, Site Catalyst) from working at Summer internships who are applying for entry-level positions. While I wouldn’t make this mandatory for entry-level positions, it does help that these candidates are ahead on the learning curve and able to start on more intermediate analytics tasks.
2. By nature, good analysts have an inquisitive mind and want to learn.
The more they learn, the more they want to understand. These individuals don’t settle for a canned response and want answers supported by solid data. They look beyond the data that a reporting tool provides; they think about the consumer journey and how the data translates into that experience. Analysts who are inquisitive perform well at using the data to tell a story about performance. A candidate will exude this type of behaviour during the interview process by asking several questions about the position and the role in which they are applying for. This is one sure sign that the interviewee will also be inquisitive when analysing data for your business.
While I think this will land you any job, it’s particularly important for an analyst to exude confidence. The individual will need to communicate data to stakeholders and the best way to convey this message is with confidence. If there is any doubt while communicating data, it may lead to doubt in the data. Candidates who radiate confidence when presenting data will be heard by stakeholders and influence marketing decisions.
4. Good work ethics.
In an agency, our work is very client driven. Sometimes we don’t have the perfect job in the shop for a growing analyst to prove their stuff. However, these analysts can still show their work ethic and potential to take on responsibility by doing their best with the work that is assigned to them. By taking pride in delivering simple reporting or conducting data verification, that analyst is going to be in demand to be assigned to challenging work in the future due to their experience gained and team oriented attitude. Learn if candidates have good work ethics during the interview process by asking them to discuss their work experience. Example questions can be, ‘Give me an example of a past goal and how you achieved it?’, or ‘Tell me about a time when you had to go above and beyond to get a job done.’ The responses that you receive to these types of questions will help you determine if the candidate has a good work ethic.
Often times, it’s hard to learn if a candidate is going to be a reliable employee until they have joined the team and have demonstrated their level of commitment to work. However, this trait is typically an innate behaviour that can be shown by the respect and courtesy they offer their prior employer by giving sufficient notice before leaving should they be extended an offer. You can also determine how reliable a candidate will be by how well prepared and prompt they are when attending the interview. Candidates who show up to interviews without their resume will appear as unprepared and will not be considered for the position.
As data continues to play an important role in supporting marketing and business decisions, it’s equally important that we continue to hire candidates new to the industry for the growing support. Use this as a guide for reference when you’re planning to hire and ensure that candidates are a right fit for your organization.